There are certain people in our popular culture that just capture people's imaginations. And in death, they become even larger. Now, I have to admit that it's also fed by a 24/7 media that is insatiable.
To whom should propaganda be addressed? To the scientifically trained intelligentsia or the less educated masses? It must be addressed always and exclusively to the masses.
Social media has lots of benefits, but compared to Christianity, it tends to group people by interests. Religion puts you with people who have nothing in common except that you're human.